References

• 1999Brand Positioning through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture1,012 cited
• 2020Brands Taking a Stand: Authentic Brand Activism or Woke Washing?771 cited
• 2014Creating the Responsible Consumer: Moralistic Governance Regimes and Consumer Subjectivity611 cited
• 2010Subtle Signals of Inconspicuous Consumption597 cited
• 2012The Interplay between Global and Local Brands: A Closer Look at Perceived Brand Globalness and Local Iconness405 cited
• 2008Cognitive and Affective Reactions of U.S. Consumers to Global Brands277 cited
• 2001Shifting Standards and the Evaluation of Competence: Complexity in Gender‐Based Judgment and Decision Making248 cited
• 2014An Extended Model of Preference Formation between Global and Local Brands: The Roles of Identity Expressiveness, Trust, and Affect245 cited
• 2021A conceptual framework of contemporary luxury consumption187 cited
• 2019Global and local brand stereotypes: formation, content transfer, and impact101 cited
• 2021“Standing out” and “fitting in”: understanding inspiration value of masstige in an emerging market context73 cited
• 2013The new emerging market multinationals: four strategies for disrupting markets and building brands66 cited
• 2013Brand Breakout59 cited
• 2017Global Brand Strategy